Since the Great Recession, Las Vegas has largely gone all-in on creating a vast space of accessible excess. This approach of combining over-the-top buildings, world-class events, and a low cost of entry has made Sin City the entertainment capital of the world.
In recent years, even more additions have joined the area.
A multi-billion-dollar entertainment venue, The Sphere, as well as a few major league sports teams, have continued to add to the vast offering of Las Vegas. The Vegas Golden Knights of the NHL were the first to prove the viability of the hometown crowd in the Nevada city, showing that it’s not just a massive tourist destination.
However, Las Vegas is hugely reliant on tourism. Years of building up a persona of everyone being welcome and able to have a good time, regardless of their budget, may be eroding. Sin City is at a crossroads: does it return to accessibility or lean into the luxury crowd alongside rising costs?
An Iconic Brand that Upholds Grand Appeal
Through a rampant phase of massive constructions and one-upmanship – or, at least, what seemed like one-upmanship – Las Vegas created a skyline and street-level view unlike any other in the world. Iconic hotel-casino resorts continue to be awe-inspiring, from the massive MGM Grand to the luxurious Bellagio and its fountains.
Architecture isn’t the only arena in which Las Vegas went big. The city is home to several World Records, including ones of the largest contemporary artwork, the largest single video screen, the largest chocolate fountain, and, of course, the largest fire-breathing praying mantis.
Despite the sheer cost of all of these creations and the rest, Las Vegas was always open and accessible. Casinos and many in-hotel offerings didn’t charge entry, hotel rooms were affordable, and there were plenty of ways to enjoy low-cost gambling and cheap eats.
It’s this angle that made Las Vegas so popular. Now, Vegas is a classic brand of casino entertainment. When people even look online to play classic slots, they expect to see Vegas- style games, like Route 777, Vegas Hot Spots, and Vegas Diamonds. All have low bet limits and the classic Vegas gameplay style.
Going for Value or Going for Luxury
For as much as Sin City built its reputation on accessible excess for the masses, it’s now at a crossroads. In September of this year, the city’s tourism agency commenced a new campaign that emphasised affordable destinations while casinos reverted to deals and incentives to be more inviting once again.
This comes after years of price hikes from beyond Nevada – such as with flights becoming more expensive in North America – and within Paradise itself. Food and hotels have become expensive compared to ten years ago. Yet, it’s tough to argue that Las Vegas doesn’t have the goods to sell itself as a luxury destination.
It’s following this angle that some industry onlookers are encouraging the city to essentially do both. Don’t pick on path at the crossroads, and instead, go down the middle. Think and showcase Sin City as a luxury destination, but also as the best-value luxury destination. Appeal to the high rollers in penthouse suites and everyone else.
Right now, Las Vegas doesn’t quite have a unified vision of how to advertise itself. So, it’s anyone’s guess which persona Sin City will put out that entices you to go on your next visit.
